The truth of the matter is, some pages on your site are much more important than others. Alright, many of you probably find that fairly obvious – but it is surprising how few people actually apply this knowledge to their website to improve conversions.
There are two simple questions to ask of every page. The first question is all about the user, and the second question is all about you. Here we go:
1ST QUESTION: WHAT IS THE USER LOOKING FOR?
Remember to really put your focus on the user and their experience. Why are they on the page to begin with? There are a few helpful pointers to help you out with what content is the most useful, and in turn, important.
Keep in mind that 90% of the time, when a user chooses to click on your website there’s a specific reason why – they’re looking for answers to something. What do they need to know?
A single page can deliver a limited amount of information, so you need to put thought into determining what that information is going to be. The point of having this information is because you want users to know something so that they will then do something (which is addressed in the next question).
Don’t forget: Less is more. The more information you load up on your main pages, the less likely the user is to remember any of it. Give them less, and they’re more likely to remember – and do – what you want them to.
TOP TIP: Use effective visuals such as explained videos, diagrams and so on to help compact a lot of information to a single page. To get the most out of your visuals, make sure you correctly optimise your images and videos.
Once you answer the question of what the user’s looking for, you’re halfway there. That brings us to our second question.
2ND QUESTION: WHAT IS THE USERS END GOAL?
Now,you need to ask the user to do something. This is where most pages fall flat. One of , if not the most critical, components of a web page is its call-to-actions (CTA), and many website owners don’t realise that every single page of a website should contain at least one CTA.
The point of a home page isn’t for the user to land and immediately bounce. The point of a product page isn’t for the user to look and leave. The point of content marketing isn’t for user intake, but rather, for user marketing. If you learn just one thing from this article, let it be the understanding that every web page needs a CTA.
Why am I so insistent, you ask? Because the knowledge made available for you demands some response: A web page imparts knowledge, and that knowledge requires a response. So, what is it you want the user to do? This is your goal for the user, and it must be clearly defined as you face the big optimisation question.
The question is then, more specifically, what do I want the user to do? Knowledge alone is not enough. Keep scrolling for more detail…
DON’T MISS THESE PAGES OFF YOUR WEBSITE:
Let’s dive right into it. While every website is different, but generally speaking, here’s what makes the list:
- Home page
- About page
- Products and / or services pages
- Frequently asked questions
- Portfolio / previous work
- Testimonials / customer reviews
- Contact page
- Terms and conditions